On a crisp November morning, ULTIMZ Journal had the privilege of meeting Alix Petit, the visionary behind the renowned ready-to-wear brand Heimstone. Just days after conducting her inaugural Masterclass, Alix graciously shares with us the inspiration behind “Empower through Creativity,” the e-journal that lies at the heart of her brand.
ULTIMZ Journal (UJ): Alix, could you tell us how “Empower through Creativity” came to fruition?
Alix Petit (A.P): “Empower through Creativity” truly encapsulates the essence of Heimstone. It aims to unveil the latent aspects of oneself through an array of captivating content. While clothing is undoubtedly a pivotal part of our brand, I have always envisioned Heimstone as a lifestyle brand that goes far beyond just fashion.
UJ: What does the concept of “empowerment” mean to you?
A.P: Empowerment, a concept truly powerful in its English form, represents the ability to harness one’s creativity and imagination to overcome any obstacles one may encounter in their daily life. It is about having the confidence to become the architects of our own success.
When I launched Heimstone 11 years ago, I was armed with an abundance of passion and self-assurance. Though I was fortunate to have unwavering support, entrepreneurship demands constant introspection. Time moves swiftly, and solutions must be found promptly – it’s a race against time. Going against the grain, adopting a glass-half-full perspective, and refusing to be a victim are the defining elements of empowerment. We only have one life, and it is our responsibility to be the driving force behind it.
UJ: What were the initial contents featured in the “journal” section of the Heimstone website?
A.P: We commenced our journal with a thought-provoking trilogy centered around the themes of pregnancy, childbirth, and breastfeeding. It is a topic often approached from a medical standpoint, but it also represents moments where one must assert themselves with confidence. Our scope of expression is vast and varied. We explored beauty and well-being as confidence boosters in subsequent releases. The upcoming topics include Love and Balance. While I openly share my personal experiences, the aim is to have other women – and men! – share their stories to provide diverse perspectives. We draw ample inspiration from our community’s engagement, particularly on Instagram.
UJ: From the journal to the Masterclass… How did this new experience unfold?
A.P: The Masterclass was an incredibly enriching experience. It allowed for a deeper embodiment of empowerment. The more we open ourselves up, the more we yearn for genuine exchange and collaboration. The event lasted two hours, encompassing a speech and a stimulating discussion. I delved into the creative process behind Heimstone, revealing a collection notebook – an incredibly intimate possession for me – and discussed the highs and lows of running a business. The Masterclass brought together individuals from various backgrounds, all united by their shared quest for perspective and prioritization.
UJ: Some might argue that the connection between these contents and your products is tenuous. How would you respond to that?
A.P: On the contrary, empowerment has always been the underlying message of Heimstone. Our garments are designed to be versatile and to enhance the woman who wears them for any occasion. These contents seamlessly intertwine with our brand identity. We even create concrete bridges – for instance, the forthcoming “Amour” capsule collection, due to be released in early 2019, perfectly echoes our current theme.
UJ: What is the next step for Heimstone and “Empower through Creativity”?
A.P: We have more Masterclasses in the pipeline, alongside roundtable discussions and exciting new podcast ventures. “Empower through Creativity” is an integral part of our growth strategy, constantly pushing us to explore new avenues and initiate collaborations across a range of industries.
UJ: How would you define luxury?
A.P: To me, luxury transcends mere positioning; it is synonymous with innovation. Take Jacquemus, for example, a brand that embodies the ability to break boundaries and do things differently. On a more personal level, luxury for me lies in my freedom and fulfillment. It is the ability to say yes or no, to live life on my own terms, and to relish the joys of my family at the end of a long workday.
Useful links:
– Heimstone Official Website
– Heimstone Instagram
